Relationship Of Sports Marketing And Brand Equity

With the rapid development of our economy and society, consumers are taking more and more attention to brand consumption, so brand competition is becoming more and more acute. As the brand name given to the added value, especially from the perspective of consumers, brand equity is followed closely.Sports have the power to change the world, hard work going ahead, and challenge the limits of spirit inspires lots of people taking apart,so sports marketing comes into being. Sports marketing having hidden, public and other good points, is taked the concern of business communities and professors. Sports Marketing is able to quickly attract the attention of consumers, increase brand awareness, enrich brand association, improve the quality perception, strengthen brand loyalty, and ultimately promote the brand equity.This literature reviews the articles of brand equity and sports marketing, clarifies the concept and connotation of the brand equity and sports marketing, arranging the models of the classic brand equity at home and abroad, analysises the characteristics and measurments of sports marketing, sums the theory of the relationship of brand equity and sports marketing, understands the mechanism and practical strategies of sports marketing enhancing brand equity. On the basis of the artciles review, combining the purpose of this study selecting principle, this literature constructs the conceptual model of brand equity and sports marketing. The spread of sporting events and the match between the two sides is the independent variable, so brand awareness, perceived quality, brand association, brand loyalty and brand equity is the dependent variable. During the questions designing, it is absorbed in a lot of domestic mature table, based on the actual situation of Chinese consumers, combined with the special nature of the two games and the four brands to be corrected. During the data collection, it takes through a combination of site survey and network surveys to Zhengzhou University students and graduates under the age of three years. During the empirical analysis, it takes the use of statistical software SPSS18.0of descriptive data analysis, reliability analysis, validity analysis, correlation analysis and regression analysis to assumpt the justifions. On the basis of data analysis, the study results the conclusions, and puts forward reasonable proposals to guide sports marketing. Finally, point out the limitations of this study and future research directions.